Thank you for taking the time to visit our website. Private Finance Ltd respects each person’s privacy. This privacy notice will advise you on how we collect and use the personal information you supply us with. When you provide personal data to us, we will process it in accordance with this privacy notice and applicable data protection legislation.
Private Finance and Private Finance Chartwell Noble are trading styles of Private Finance Ltd, 1-3 Worship Street, London, EC2A 2AB, registered in England no. 3855776.
Telephone Number: 0207 317 2820
ICO Registration Number: Z5007840
Privacy Notice
This privacy notice explains how we use any personal information we collect about you. We have a Data Protection policy in place; please contact us if you wish to view this.
Why do we need to collect and use your personal data?
The primary legal basis that we intend to use for the processing of your data is for the performance of our contract with you. The information that we collect about you is essential for us to be able to carry out the services that you require from us effectively. Without collecting your personal data we would be unable to fulfil our legal and regulatory obligations.
Where special category data is required, we’ll obtain your explicit consent in order to collect and process this information.
Where we use non-essential cookies, pixels, tags or similar technologies for analytics, advertising, remarketing, conversion tracking, ad personalisation or advertising measurement, we rely on your consent. You can give, refuse or withdraw this consent through our cookie consent tool.
Where we process enquiry, lead, client or transaction information in Zoho CRM in order to respond to your enquiry, provide our services, maintain business records, meet regulatory obligations or manage our relationship with you, we rely on the performance of a contract, steps taken before entering into a contract, our legal obligations, and/or our legitimate interests, depending on the specific activity.
Where we use advertising attribution data to measure the general effectiveness of our marketing and allocate marketing spend, we may rely on our legitimate interests, provided this does not involve the use of non-essential cookies or personalised advertising without your consent.
What information do we collect about you?
Private Finance Ltd collects information about you when you engage us for mortgage and protection advice. This information will relate to your personal and financial circumstances. It may also include special categories of personal data such as data about your health, if this is necessary for the provision of our services.
Data provided by you
Funder application details: for example but not limited to, your name, national insurance number, postal address, your email address, your IP address, telephone numbers, date of birth, bank account details, equipment requirement details, home ownership details, reason for borrowing, your assets and liabilities, details of your proof of identity documentation, proof of address documentation, evidence of additional equity available and evidence of any other business interests.
When you talk to us: for example on the phone, or in person including call recordings and voice messages. We may monitor or record calls with you to check we have carried out your instructions, to resolve queries or disputes, to improve the quality of our service or for regulatory or fraud prevention purposes. Recordings are stored securely and are only accessed by authorised individuals where necessary.
In writing: for example letters, emails, texts and other electronic communications.
Online: for example when you use our website or online portal.
In financial reviews, for renewals and in any surveys etc.
Data we collect when you use our services
Transaction data: for example what sort of products you are selecting, the length of term, the types of asset you are looking at financing, business type and geographical location.
Payment data: for example, the amount, origin, frequency, history and method of your payments.
Usage and profile data: for example, the profile you create to use our website and how you use it. We gather this data from the devices you use, using cookies and other software.
Register online or other communication methods for our services.
Voluntarily complete a customer survey or provide feedback on any of our message boards or via email.
Use or view our website via your browser’s cookies. Information relating to usage of our website is collected using cookies. These are text files placed on your computer to collect standard internet log information and visitor behaviour information. Depending on your cookie choices, we may use information collected from the website to understand website performance, personalise your repeat visits, measure advertising effectiveness and understand which marketing activity led to enquiries or other business outcomes.
Website, advertising and CRM attribution data: when you visit our website, interact with our online advertising, or submit an enquiry form, we may collect information about how you arrived at and used our website. This may include cookie identifiers, device and browser information, IP address or approximate location, pages visited, date and time of visit, referring website, UTM parameters, Google Ads click identifiers such as GCLID, GBRAID or WBRAID where applicable, campaign source, medium, keyword, advert, ad group and consent preferences.
Where you submit an enquiry, we may link this website and advertising information to your enquiry record in our customer relationship management system, Zoho CRM. This helps us understand which adverts, campaigns or website pages generated enquiries and whether those enquiries resulted in appointments, applications, completed transactions or other business outcomes.
Data provided to and by third parties
Data from persons that introduce you to us: for example brokers, product suppliers, financial advisers, agents, finance providers or other third parties.
Data from credit reference agencies, most likely to be either Experian, Creditsafe, Equifax etc.
Data from fraud prevention agencies.
Publicly available information: for example, from the land registry, Companies House, the electoral register, other information available online or in the media, including social media.
Data from your representatives where relevant: for example your legal and financial advisers such as lawyers and accountants.
Data from your employers and medical data where relevant.
In certain circumstances we may ask you to provide us with medical information if we determine that this is a requirement for us to either proceed to enter into the agreement with you or once we have entered into the agreement with you determine that the same is necessary for whatever reason. Full details as to the reason for our request and how we will use this information will be given to you at the time should we request such information from you.
Special Category Data
In the course of your interactions with Private Finance Ltd you may share information that is classified as ‘Special Category Data’. This could include data about:
Race
Ethnic origin
Politics
Religion
Trade union membership
Genetics
Biometrics
Health
Sex life
Sexual orientation
Where you do share information relating to any of these categories e.g., when you may share information about your health or a characteristic of vulnerability, Private Finance Ltd will always seek explicit consent from you to store and process such information.
We will not use special category data, health information, vulnerability information or detailed financial circumstances to create advertising audiences for Google Ads, Customer Match or similar advertising services.
How will we use the information about you?
We collect information about you in order to provide you with the services for which you engage us.
Recorded telephone calls and other communications are used to review interactions, support staff training, investigate queries or complaints, and evidence transactions where required.
We may also use website, advertising and CRM attribution data to:
Where we use Google Enhanced Conversions, we may send hashed customer information, such as an email address or telephone number you have provided, to Google in a privacy-protective format to help match enquiries or transactions to Google Ads interactions. Hashing helps protect the information, but the data may still be personal data and will only be used where we have the appropriate lawful basis and consent where required.
Where you have given the required consent, we may use Google Customer Match to create or update advertising audiences using customer information such as email address or telephone number.
Who might we share your information with?
If you agree, we may email you about other products or services that we think may be of interest to you. We won’t share your information for marketing purposes with companies outside of Private Finance Ltd. In order to deliver our services to you effectively, we may send your details to third parties such as those that we engage for professional compliance, accountancy, technology or legal services as well as product and platform providers that we use to arrange financial products for you.
Where third parties are involved in processing your data, we will have a contract in place with them to ensure that the nature and purpose of the processing is clear, that they are subject to a duty of confidence in processing your data and that they’ll only act in accordance with our written instructions.
We use Zoho CRM to manage enquiries, client relationships and business records. Information submitted through our website forms, together with relevant advertising attribution data, may be stored in Zoho CRM.
We use Google Ads, Google Tag Manager and related Google advertising technologies to measure advertising performance, record conversions and, where you have consented, support remarketing or personalised advertising. This may involve sharing advertising identifiers, cookie identifiers, consent signals, conversion events and, where applicable, hashed contact information with Google.
We may also use cookie consent management, analytics, form, scheduling, security, payment and website technology providers, including providers such as CookieYes, OneTrust, Google, LinkedIn, Calendly, Stripe and Cloudflare, depending on the services active on our website.
Where these providers process personal data on our behalf, we require them to do so under appropriate contractual terms. Where personal data is transferred outside the UK or EEA, we will use appropriate safeguards, such as adequacy regulations, standard contractual clauses or other lawful transfer mechanisms.
If you enquire with Private Finance about a mortgage, we may occasionally share your details with another mortgage broker, Advias Ltd, which is an associated company. This sharing may occur where it is necessary to help you secure the most suitable product or service for your needs. We will ensure that any such sharing is conducted securely and only with brokers who are authorised and regulated by the Financial Conduct Authority.
In order to facilitate the transaction to which your business with us relates, we will aim to keep all relevant third parties including, but not limited to, solicitors and estate agents informed of key milestone events, such as valuation dates or the issuing of your mortgage offer.
If you are based outside of the EEA, the country in which you are based might not have analogous Data Protection Legislation to the UK, as a firm we apply UK standards. Where third parties are involved in processing your data we’ll have a contract in place with them to ensure that the nature and purpose of the processing is clear, that they are subject to a duty of confidence in processing your data and that they’ll only act in accordance with our written instructions.
Where it’s necessary for your personal data to be forwarded to a third party we’ll use appropriate security measures to protect your personal data in transit. For example, postal documents will be posted recorded delivery.
To fulfil our obligations in respect of prevention of money-laundering and other financial crime we may send your details to third party agencies for identity verification purposes.
How long do we keep hold of your information?
In principle, your personal data shouldn’t be held for longer than is required under the terms of our contract for services with you. However, we’re subject to regulatory requirements to retain data for specified minimum periods. We also reserve the right to retain data for longer than this due to the possibility that it may be required to defend a future claim against us. In any case, we’ll not retain your personal data for longer than past the time of your death.
Website cookie data is retained for the periods set out in our Cookie Policy. Advertising identifiers and attribution data stored in Zoho CRM will be retained in line with our enquiry, client file and regulatory retention periods. Where an enquiry does not proceed, we will retain associated marketing attribution data only for as long as reasonably necessary for enquiry management, reporting, legal, regulatory and business record purposes.
You have the right to request deletion of your personal data. We’ll comply with this request, subject to the restrictions of our regulatory obligations and legitimate interests as noted above.
What are your data protection rights and choices?
Your personal data is protected by legal rights, which include:
Right to be informed – Individuals have the right to be informed about the collection and use of their personal data.
The right of access to your personal data – Individuals have the right to access and receive a copy of their personal data and other supplementary information.
The right to rectification – Individuals have the right to have inaccurate personal data rectified or completed if incomplete.
The right to erasure – Individuals have the right to have their personal data erased.
The right to restrict processing – Individuals have the right to request the restriction or suppression of their personal data.
The right to portability – This allows individuals to obtain and reuse their personal data for their own purposes across different services.
The right to object – this gives individuals the right to object to the processing of their personal data in certain circumstances, it also gives individuals the absolute right to stop their data being used for direct marketing.
The right in relation to automated decision making and profiling – this allows individuals to object to their data being used in an automated individual decision-making process, meaning making a decision solely by automated means without any human involvement, and profiling, meaning automated processing of personal data to evaluate certain things about an individual. Profiling can be part of an automated decision-making process.
Where we rely on consent for cookies, analytics, advertising, remarketing, enhanced conversions, Customer Match or personalised advertising, you have the right to withdraw that consent at any time through our cookie consent tool or by contacting us.
There may be reasons why we need to keep or use your data, but please tell us if you think we should not be processing your data.
How can I access the information you hold about me?
You have the right to request a copy of the information that we hold about you. If you’d like a copy of some or all of your personal information, please email or write to us:
When your personal data is processed by automated means, you have the right to ask us to move your personal data to another organisation for their use.
We have an obligation to ensure that your personal information is accurate and up to date. Please ask us to correct or remove any information that you think is incorrect.
Marketing
We’d like to send you information about our products and services and those of other companies in our group which may be of interest to you. If you’ve agreed to receive marketing information, you may opt out at a later date.
We may use Google Ads and similar advertising platforms to show adverts to people who have visited our website or interacted with our services. Where required, we will only use cookies, pixels, tags or customer data for remarketing, Customer Match, enhanced conversions or personalised advertising if you have given the appropriate consent.
You can withdraw cookie and advertising consent at any time through our cookie consent tool. You can also ask us not to use your personal data for direct marketing by contacting us using the details below.
You have a right at any time to stop us from contacting you for marketing purposes. If you no longer wish to be contacted for marketing purposes, please contact us by:
Cookies
We use cookies and similar technologies on our website. Some cookies are necessary for the website to work properly, while others help us understand how the website is used, measure the effectiveness of our advertising, remember your preferences, prevent fraud and, where you have consented, deliver relevant advertising.
We use tools such as Google Analytics, Google Ads, Google Tag Manager and Zoho CRM integrations to understand website activity and advertising performance. Where you arrive at our website from a Google advert, advertising identifiers such as a Google click ID may be stored and, if you submit an enquiry, linked to your enquiry record in Zoho CRM. This helps us measure which adverts and campaigns generate enquiries and completed business outcomes.
Non-essential cookies and similar technologies, including analytics and advertising cookies, will only be used where you have provided consent through our cookie consent tool. You can change or withdraw your consent at any time. For more information, please see our Cookie Policy.
For further information visit http://www.allaboutcookies.org
You can set your browser not to accept cookies and the above website tells you how to remove cookies from your browser. However, in a few cases some of our website features may not function as a result.
Other websites
Our website contains links to other websites. This privacy policy only applies to this website so when you link to other websites you should read their own privacy policies.
What can you do if you are unhappy with how your personal data is processed?
You also have a right to lodge a complaint with the supervisory authority for data protection. In the UK this is:
Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF
0303 123 1113 local rate
or by email to casework@ico.org.uk. See also https://ico.org.uk/global/contact-us/.
Changes to our privacy policy
We keep our privacy policy under regular review and we’ll place any updates on this web page and/or inform you of any changes when they occur. This privacy policy was last updated on 23rd June 2026.
How to contact us
Please contact us if you have any questions about our privacy policy or information we hold about you by:
